Heaps Normal’s bold campaign to ‘break the link between live music and getting fucked up’

Independent non-alcoholic beer brand Heaps Normal has partnered with music charity Support Act, for a Heaps Normal Presents initiative looking to “break the link between live music and getting fucked up”.

The partnership will see Heaps Normal pledge 1% of its annual revenue in 2023 to the charity, which provides crisis relief, mental health and wellbeing support to musicians, managers, crew and music workers across Australia.

Heaps Normal will also provide products for Support Art events and ambassadors.

The brand has partnered with music charity Support Act

Co-founder and CEO of Heaps Normal, Andy Miller, said the partnership aims to support the brand’s mission to change drinking culture.

“Support Act does essential work providing resources for those working in music – in particular, the wellbeing programs that support artists’ mental health,” Miller said.

“Live music delivers stories that reflect the values of our community and shape our identity. It helps us find our people and signals shifts in our culture. There’s no better example of this than the role certain musicians and industry leaders are playing in redefining drinking culture in Australia.

“An important part of Heaps Normal’s mission to change drinking culture is supporting our brothers and sisters in the music industry to create a healthier and more inclusive live music experience for artists and audiences.”

Clive Miller, CEO of Support Act says Heaps Normal is doing great things to help the music industry create safer relationships with alcohol.

“We are delighted to formalise this important relationship with Heaps Normal, and feel that the brand sits very comfortably with our role in helping to promote cultural and behavioural change across the music community.

“We all know that excessive consumption of alcohol can create all sorts of short, media and long term issues for people who work in music, affecting both physical and mental health. The funds being provided by Heaps Normal will support our new Mentally Healthy Workplaces Program, and ensure that anyone who has concerns about their mental health and wellbeing has access to our free phone counselling service, the Support Act Wellbeing Helpline,” he said.

The partnership is a part of the brand’s music program, Heaps Normal Presents, which aims to foster a more progressive industry through initiatives including more diverse artist lineups. It falls under Heaps Normal’s commitment to donate 2% of its annual revenue to people and the planet. The Canberra-born, Sydney-based beer company already has an ongoing partnership in place with 1% For The Planet.


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